investigation of the relationship between cultural values and iranian consumers impulse buying behavior

impulse buying behavior is one of main concepts in marketing. it is affected on various factors such as cultural factors, psychological factors, personal factors and positional factors. buying can be done because of different reasons (including of needing a production) and this fact aids marketers to better understand consumers’ behavior. impulse buying is one of pervasive aspect of consumer behavior and main aspects in marketing activities. also, impulse buying is one of attractive issues in consumer behavior context. studying this behavior aids us to know consumer behavior reasons in the moment of buying.this study investigates the role and effect of cultural values on consumers impulse buying. this study is descriptive and correlation and data is collected by questionnaire. statistical population is consumers and buyers in tehran city. sampling method is stratified sampling and sample includes 307 individuals. this study, 8 hypothesis are tested and structural equations model is used. findings show that personal improvement is positively correlated with emotional and cognitive dimensions of impulse buying. these dimensions are increased with decreasing of consumers and buyers conservatism. cognitive dimensions of impulse buying are increased with improving the openness to changes of consumers and buyers.